Download - YouTube Adidas Research Jan 2011

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Media Efficiency Study

UK & Spain, July 2010

Adidas World Cup Campaign



Background and Objectives

The adidas World Cup ‘Quest’ campaign ran for the duration of the World Cup in 15 marketsacross Online, Print, TV and OOH channels.

It was kick started on June 11th, the openingday of the World Cup, with a one day YouTubemasthead campaign as well as heavy presenceacross core social network environments.

The key objectives for the campaign were to‘win the World Cup’ in core digital channels thatwere heavily consumed by the target audienceand to become the most talked about sportsbrand of the 2010 World Cup.

This research study was conducted in the UK

and Spain by MetrixLab to understand the effectof the masthead and how it impacted uponpeople’s perception of adidas and its associationwith the World Cup.



Methodology

Step 1MetrixLab cookies are droppedand updated every time adidasmasthead appears on YouTubehomepage.

Step 3When a questionnaire is latercompleted, the survey softwarechecks for presence of cookies.In analysis, the results arecompared for exposed vs.unexposed respondents

Sample Size UK458 Unexposed, 388 Exposed

Step 2During the campaign, a randomsample is drawn from the visitorpopulation of the sites where thecampaign is running.

Sample Size Spain564 Unexposed, 370 Exposed



UK Results



The YouTube campaign had strong cut-through

74%

65%

13%

42%

53%

10%

82%

67%

24%

47%52%

9%

TV Internet YouTube Outdoor In store Not seen any

Unexposed to YouTube (458) Exposed to YouTube (388)

Q: Please indicate in which media you have seen, heard or read advertising for adidas. UK results only

Advertising media recall

Significant increase (95%)

• Those exposed to the campaign on YouTube had strong recall of seeing the campaign there –YouTube had good cut through despite a strong multimedia campaign



Yes,63%

Maybe,21%

No,16%

Ad recognition(Exposed respondents)

The masthead on YouTube delivered excellentrecognition for the adidas campaign, nearly double theMetrixLab benchmark

Recognition is significantly higher thanMetrixLab benchmark of 35%

UK results only



And it significantly increased the association ofadidas with the World Cup

8%

41%

21%

52%

Top of Mind Association: adidas Spontaneous Association: adidas

Unexposed (458) Exposed (388)

Q: When you think of the World Cup which brands come to mind?Top of Mind Association: First mention, Spontaneous Awareness: All mentions, UK results only

Top of mind andspontaneous association




The masthead also drove positive brand imageassociation

80% 81%

56%

79%

86% 85%

65%

85%

This is a current brand This is a brand used by WorldCup stars

This is an innovative brand This brand is linked to theWorld Cup


Sort top 2 (Agree, Completely Agree), UK results only

adidas brand image association




Actual YouTube search volumes demonstrate a hugeincrease in brand searches at the time of the homepagetakeover

YouTube Search Query VolumeKeyword: adidas, Country: UK

ChampionsLeague Final

Adidas Masthead Campaign& World Cup Opening Day

Source: Google Internal Data

• According to Nielsen analysis, those exposed to the campaign conducted 93% more searches on the World Cup andAdidas on Google and other search engines than those who did not see the campaign



Buzz around Adidas was at its highest point twodays after the YouTube homepage takeover

Weekly number of messages

0

100

200

300

400

500

600

1 / 2 / 2 0 1 0

1 / 9 / 2 0 1 0

1 / 1 6 / 2 0 1 0

1 / 2 3 / 2 0 1 0

1 / 3 0 / 2 0 1 0

2 / 6 / 2 0 1 0

2 / 1 3 / 2 0 1 0

2 / 2 0 / 2 0 1 0

2 / 2 7 / 2 0 1 0

3 / 6 / 2 0 1 0

3 / 1 3 / 2 0 1 0

3 / 2 0 / 2 0 1 0

3 / 2 7 / 2 0 1 0

4 / 3 / 2 0 1 0

4 / 1 0 / 2 0 1 0

4 / 1 7 / 2 0 1 0

4 / 2 4 / 2 0 1 0

5 / 1 / 2 0 1 0

5 / 8 / 2 0 1 0

5 / 1 5 / 2 0 1 0

5 / 2 2 / 2 0 1 0

5 / 2 9 / 2 0 1 0

6 / 5 / 2 0 1 0

6 / 1 2 / 2 0 1 0

6 / 1 9 / 2 0 1 0

6 / 2 6 / 2 0 1 0

7 / 3 / 2 0 1 0

7 / 1 0 / 2 0 1 0

7 / 1 7 / 2 0 1 0

7 / 2 4 / 2 0 1 0

adidas

Source: Nielsen BuzzMetrics

YouTube HPTO

Period: Jan-Jun 2010



Spain Results



89%

78%

11%

56%

66%

5%

91%

78%

23%

57%

68%

3%

TV Internet YouTube Outdoor In store Not seen any

Unexposed to YouTube (564) Exposed to YouTube (370)

Q: Please indicate in which media you have seen, heard or read advertising for adidas. ES results only

Advertising media recall


The YouTube campaign had strong cut through

• Those exposed to the campaign on YouTube had strong recall of seeing the campaign there –YouTube had good cut through despite a strong multimedia campaign



Recognition is significantly higher thanMetrixLab benchmark of 35%

Yes,65%

Maybe,17%

No,18%

Ad recognitionExposed respondents

The masthead on YouTube delivered excellentrecognition for the adidas campaign, nearly double theMetrixLab benchmark

ES results only



25%

59%

35%

68%

Top of Mind Association: adidas Spontaneous Association: adidas


And it significantly increased the association ofadidas with the World Cup

Top of mind andspontaneous association

Q: When you think of the World Cup which brands come to mind?Top of Mind Association: First mention / Spontaneous Awareness: All mentions, ES results only




83%86%

78%

87%84%

91%

83%87%

This is a current brand This is a brand used by World Cupstars

This is an innovative brand This brand is linked to the WorldCup


The masthead also drove positive brand imageassociation

adidas brand image association

Sort top 2 (Agree, Completely Agree), ES results onlySignificant increase (95%)



In Spain, masthead exposure boosts awareness ofthe F50i product

Q: Which of the following best describes how familiar you are with each of these brands of football boot?Familiar know it well / Only know it by name / Never heard of it, ES results only

Significant increase (90%)Significant increase (95%)

69%

38%

74%

44%

adidas F50i: Awareness (Top 2) Product familiarity - adidas F50i (Top box)


Product awareness



Actual YouTube search volumes demonstrate anincrease in brand searches at the time of thehomepage takeover

YouTube Search Query VolumeKeyword: adidas, Country: ES

Source: Google Internal Data

ChampionsLeague Final

Adidas Masthead Campaign& World Cup Opening Day

Download - YouTube Adidas Research Jan 2011

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